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Art of Re-Selling
B&R International General Manager, Peter Gucher Buying and selling have become an integral part of our daily life. It traces its origin to the ancient barter system. Barter was possible only when each party was able to supply something the other party desired. Mutual satisfaction was the key to successful barter trade. Buying and selling today are not much different as long as the essence of exchange is concerned. Both buyer and seller seek satisfaction through the social interaction to sense and make sense of the exchange value. For a seller to effectively integrate the customer value into a sales offer, a sound methodology to cope with the buyer's value-pursuing behaviors will be among the most key success factors for any successful sale – a mutually satisfied-exchange. One of the authors of this book, Mr Peng Sheng, has trained and motivated our Chinese sales team with such a sales knowledge and achieved a very big success. I see the reason for this success in taking out the complexity of a sales process with a “Simple Algebraic Language to Engineer Satisfaction” – SALES. By developing a straightforward methodology, which can be easily implemented by most of the sales persons into their daily working behaviors, they have made a big step forward to increase positive results from sales activities and make them also more predictive. Peng Sheng and Aziz Guergachi have cleverly defined SALES with the conception of fundamental dynamics of customer’s value-pursuing behavior. Keeping this in mind, the authors have excellently integrated various sales concepts into one practical and easy-to-use “Exchange Behavior Framework”, which emphasizes on value-integrated selling. The book explicitly describes 1+7 building blocks that constitute the Exchange Behavior Framework and explains the purchase process and the essential facts pertaining to buyer, to seller, as well as to the environment in which the buyer and seller interact. The authors have used practical examples to underline the concepts of the 1+7 building blocks, starting with the stages of purchase and the sever concepts including key persons and core opinion leaders, views on criteria, buying points and selling points, deliverability and integrated products, appropriate communicator and networked resources, as well as selling status indices. The book serves as a guide to help sales professional to understand the importance of value-integrated selling and to integrate this into their professions. Using this, the sales professional will be able to identify the key factors and use their efforts and time successfully for a successful sale. I have met Mr Peng Sheng personally during one of my visits to China. I had a very good time reading this book, because it reflects also a lot of my own experiences in managing sales of high-tech products and leading a worldwide sales organization. By implementing this SALES knowledge, you make the need of changes in the sales behavior measurable. As a manager and an engineer I found that measuring a process is always the first step to improve it. Congratulations and thanks for the very useful ideas in this book! I want to recommend this book to every salesman as a way to bring predictive results into his sales efforts. The “Art of Selling” is what you may know, but the “Art of Re-Selling” is what we all need to master.... |